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M-Commerce and Omnichannel Further Developing Western Europe’s Already Advanced E-Commerce Market, Reveals

“Western Europe B2C E-Commerce Market 2017” is the title of a newly released report from, a secondary market intelligence research firm in Germany. The report covers information about 11 markets in Europe including that fact that in spite of being an advance market, M-Commerce and omnichannel retail are helping B2C E-Commerce in Western Europe to expand.

Hamburg, Germany, July 07, 2017 --( Aside from Asia and North America, Western Europe has the third biggest B2C E-Commerce market worldwide, maintaining a strong one-digit share of the region’s retail sales during 2016, with this number expected to increase to double-digits in the coming years, according to estimates in the report. Due to this, as well as high rates of Internet and online shopper penetration, Western Europe is deemed as an advanced market. Nonetheless, mobile and omnichannel commerce are championing further growth.

The UK holds the leading spot for both online retail and M-Commerce. Market statistics cited by reveal how in 2015, one-third of E-Commerce sales came from mobile devices, with this share increasing at a rate of several percentage points yearly. Another leading market, Germany, is experiencing an M-Commerce growth rate of double that of online retail and ten times more than total retail sales. Mobile shopping is also taking off in Spain, where half of digital buyers purchased with mobile devices during 2016.

Cited information from the report also highlights the strong development of omnichannel retail throughout Western Europe. France is a good example due to almost half of digital buyers researching items in store and purchasing them online. Surveys conducted in Sweden stated how customers paid more for their most recent purchase if they utilized several retail channels for it. In Austria, there was also incongruity between website hits and online purchase rates for brick-and-mortar retailers, indicating how consumers prefer searching for products online, but that doesn’t mean they will purchase them from the same channel.

In regards to competition, Amazon was found as one of the most popular E-Commerce websites in almost all countries covered in the publication. Nearly a quarter of customers in the UK categorized Amazon as their top retail brand for 2016 and half of digital consumers in Germany began their purchase journey via Amazon.

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Press Contact: GmbH & Co. KG
Behringstrasse 28a, D-22765 Hamburg
Phone: +49 (0)40 - 39 90 68 50
Fax: +49 (0)40 - 39 90 68 51

Founded in 2005 and headquartered in Hamburg, Germany, is one of the world's leading secondary market research companies. We are committed to providing the most up-to-date and objective data on Global B2C E-Commerce and Online Payment markets to sector-leading companies worldwide.

Our multilingual staff researches, gathers, filters and translates information from thousands of reputable sources to synthesize accurate and timely reports in our areas of expertise, covering more than 100 countries and all global regions. Our market reports focus predominantly on online retail and payments, but also cover a broad range of related topics including M-Commerce, Cross-Border E-Commerce, E-Commerce Delivery, Online Gaming and many others. In addition to our wide selection of market reports, we also provide custom market research services.

We are proud to cooperate with companies like Bloomberg and Thomson Reuters. Given our numerous citations in leading media sources and journals worldwide, including Forbes and the Wall Street Journal, we are considered one of the most highly-reputed international secondary market research companies with an expertise in the areas of B2C E-Commerce and Online Payment.
Contact Information GmbH & Co. KG
Yücel Yelken
+49 (0)40 39 90 68 50

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